THE STRATEGY OF TOURISM AUSTRALIA AGENCY IN 2015-2019 TO INCREASE THE NUMBER OF CHINESE VISITORS

Abstract

In pursuing and also to maximizing the benefit for Australia in the tourism sector, Australia established Tourism Australia Agency which then launched the Tourism 2020 Strategy to maximize the contribution of its tourism markets. For the Chinese market specifically, Tourism Australia releases a tourism Strategy aimed on maximizing the contribution of the Chinese market named as the China 2020 Strategic Plan to pursue the Tourism 2020 goals. The China 2020 Strategic Plan was first released in 2011 with the aim of gaining the share of market and increasing the market of China to up to $9 billion in worth and also with 860,000 Chinese visitors per year in 2020. However, this research would be analyzing the impact of the China 2020 Strategic Plan from 2015-2019 only as it is the part of the second phase of the implementation of the strategy or the phase of seeing the results where the writer would like to see the result of the previous effort by Tourism Australia in tourism promotion to China while also analyzing the latest efforts. The objective of this study is to analyze the effort of Tourism Australia Agency during the implementation of the China 2020 strategic plan and also the impact of those efforts. This study utilizes Soft Power and Public Diplomacy theory which then used as a base in analyzing the tourism related strategy by Tourism Australia to improve tourism numbers by the Chinese visitors. This research would utilize the Qualitative data gathering method in order to find related Between the years of 2015-2019, Tourism Australia Agency has been doing several efforts to increase the visitors from China including organizing business events in China and Australia, creating campaigns for the Chinese market, Aviation sector development, and cooperating with parties across the sector of tourism. As the result of those efforts by the Government of Australia and Tourism Australia Agency, there has been an increase in the value of Chinese visitors spending in the Australian tourism industry.